Given the industry's increasing focus on sustainability, these hotel ideas could soon become a reality. That's especially so for developers looking to build projects that are not only eco-friendly, but are increasingly design forward.
Sorenson makes a valid point: Hotels in the U.S., by law, can't discriminate who they will allow to stay with them. The hosting of meetings and events is more of a gray area, though. And a hotel could always decline to host a particular group for a variety of reasons. But the bigger question is: Should hotels and accommodations providers be able to say whose views are acceptable and whose are not?
It's a smart move on Barry Sternlicht's part to diversify his portfolio of hotel brands, especially when pod-style hotels are growing in popularity and interest among developers and consumers alike.
Do we really need another soft brand collection? (You know the answer.) But more importantly, does Red Roof have the loyal customer base and big-enough distribution system to make it worthwhile for an independent hotel to want to join its soft brand?